Gender Differences on Green Purchasing Behavior: Case of Circular Packaging Fati Ramadhanti
Universitas Prasetiya Mulya
Kavling Edutown Jl. BSD Raya Utama, Banten 15339, Indonesia
Abstract
Circular economy has been stated as one of the tools to achieve a more sustainable future for Indonesia. As a result, circular packaging innovation has emerged and being adopted as a better packaging alternative by companies. This study aims to examine determinants of green purchase behavior in circular packaging using a knowledge - attitude - behavior theory and exploring whether gender plays a role in individuals inclination to engage in green purchase behavior when circular packaging options are available. The data are collected through surveys and analyze using quantitative approach. The results of the analysis indicate overall gender differences. The findings suggest that female consumers have significantly higher score in environmental (objective) knowledge and environmental attitude. Moreover, the finding also suggests that environmental knowledge has positive influence toward green purchase behavior only on female consumer, while environmental attitude has significantly positive influence to green purchase behavior in male consumer. This gender disparity may serve practical implications for marketing managers, for example, implementation of gender-targeted messaging and positioning for product using circular packaging.
